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Go-to-Market Performance Assessment

  • Peter Raulerson
  • Jean-Claude Malraison
  • Antoine Leboyer
Chapter

There are two different ways to assess a company’s go-to-market performance. One way is to use the Routes-to-Market methodology to analyze the company’s go-tomarket costs to identify spending that can be optimized to make marketing, sales, and customer service more effective and efficient. This type of analysis is a real eye-opener for executives because it is usually the first time that they will see how the budgets for these organizations are connected and can be adjusted to drive more revenue and profit. This is discussed in the first section, “Analyzing and Optimizing Go-to-Market Costs.” The second way to assess a company’s go-to-market performance is to compare the company’s practices to the best practices of competitors or other relevant companies. This is discussed in the second section, “Comparing the Company’s Go-to-Market Performance to Best Practices.”

The second way to assess a company’s go-to-market performance is to compare the company’s practices to the best practices of competitors or other relevant companies. This is discussed in the second section, “Comparing the Company’s Go-to- Market Performance to Best Practices.”

Keywords

Product Family Market Segment Customer Relationship Management Basic Practice Channel Marketing 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Copyright information

© Peter Raulerson, Jean–Claude Malraison and Antoine Leboyer 2009

Authors and Affiliations

  • Peter Raulerson
    • 1
  • Jean-Claude Malraison
    • 2
  • Antoine Leboyer
    • 3
  1. 1.PARA Marketing Group, LLCBellevueUSA
  2. 2.56 rue DarwinBruxellesBelgium
  3. 3.Neuilly-sur-SeingeFrance

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